To tweet or not to tweet?

Last week Brits crashed Twitter in their effort to defend the NHS from US critics, but is that power really of any use to brands?

Last week, I heard all the reports that the microblogging service, Twitter, shut down because so many people were “tweeting” their support of the NHS after former USA vice presidential candidate Sarah Palin called it “evil”. This was on top of countless other stories that have been reported over the last few months showing the impact of twitter.

But I was still sceptical about its real value. So I called in my vice president of communications planning, Babs Rangaiah who seems unhealthily obsessed by it and my head of global media, Laura Klauberg who sees some of the benefits, but is also not sold on its practical daily application. Is it the “real deal”, why is it important and how should we be using it…so here’s the transcript of those conversations! On Twitter, obviously.